Wins and losses may fill the headlines, but they don’t tell the full story. For high school athletic directors, the real measure of success happens behind the scenes — in the locker room, the classroom, and the broader community. As pressure mounts to produce results on the scoreboard, it’s essential for ADs to lead with a broader lens—one that evaluates programs not just by trophies, but by the quality of leadership, the strength of team culture, and the growth of student-athletes.
Redefining Success in Athletics
Every program competes to win — but high school athletics is ultimately about developing people. When wins become the only metric, other key indicators of a program’s health get neglected. To protect long-term success and sustainability, the narrative must shift from “How many games did we win?” to “How are we growing as leaders, teammates, and students?”
Culture Is the Foundation
The tone of a program isn’t set by records — it’s set by relationships. A healthy culture shows itself in how athletes treat one another, how coaches communicate, and how teams handle both success and adversity.
- Is the team environment inclusive, respectful, and supportive?
- Are expectations clear, consistent, and tied to a bigger purpose?
- Do teams uphold behavioral and academic standards of the school and community?
A positive culture comes from the top down, from coaches who lead with integrity, and athletes that understand how they behave matters as much as what’s on the scoreboard.
Students As Leaders
Great programs grow leaders on and off the field. That means giving athletes opportunities to take ownership, make decisions, and represent their team with pride. It also means supporting coaches in modeling the kind of leadership students should emulate.
- Do athletes lead by example—in the classroom, in the hallway, and at practice?
- Are captains and team leaders empowered with responsibility and voice?
- Do athletes demonstrate initiative, accountability, and emotional maturity?
Encourage your coaches to see leadership as something to be nurtured, not as inherent. Recognize the growth of athletes as leaders—regardless of whether it shows up on the stat sheet.
Athlete Development Is the Long Game
A great program helps athletes improve physically, mentally, and emotionally. The development should be evident from freshman year to senior season—and ideally, beyond graduation.
- Are training plans built around long-term growth and injury prevention?
- Are athletes learning to manage failure, set goals, and stay accountable?
- Are there intentional efforts to support academic, social, and emotional well-being?
High school athletics are a springboard for life — not a four-year highlight reel. Focus on growth over results to produce better outcomes.
Communication and Connection
Behind every successful program is strong communication—between coaches, athletes, parents, and administration. Transparency builds trust, and trust builds resilience.
- Communicate expectations early and often.
- Involve parents in positive, meaningful ways.
- Build relationships with athletes that go beyond sports.
An athletic director’s support and visibility also matters. Showing up, listening, and celebrating athlete achievements goes a long way.
Celebrate Achievements
Only celebrating championships sends the message that only winning matters. When effort, sportsmanship, academic achievement, and growth are celebrated, it reinforces the values that make athletics worth it in the first place.
- Highlight teams that improve over the season, regardless of record.
- Recognize coaches who go the extra mile to mentor kids.
- Share stories that showcase the heart of your program.
Programs built on purpose endure and inspire others to follow suit.
Holistic Development
A holistic view of success benefits athletics in a variety of ways:
- Stronger Coach Retention: Coaches feel seen for their full impact, not just their record.
- Improved Athlete Experience: Students are more likely to have fun when development is prioritized.
- Better Community Alignment: Parents, teachers, and administrators rally behind values-driven metrics.
- Sustainable Program Growth: Programs built on strong culture and leadership are more resilient through tough years.
It’s easy to fall into the trap of defining success by numbers. But an athletic director’s greatest impact comes from creating systems that grow people, not players. A culture that values leadership, communication, and long-term development leaves a positive impact on the lives of students.
